PU Prime, Argentina Football Association Seal Global Partnership In Madrid

KUALA LUMPUR, July 9 (Bernama) -- PU Prime and the Argentina Football Association (AFA) have formalised a strategic partnership aimed at amplifying their global presence during a ceremonial signing event held at the Argentina Football Academy Vallecas in Madrid.

In a statement, PU Prime said the event marked the strengthening of a long-term global collaboration between two institutions united by shared values of discipline, strategy, and precision.

PU Prime Managing Director, Daniel Bruce, delivered the keynote address, highlighting the alignment of values and aspirations between the two organisations.

"This partnership aligns us with a world-renowned institution that shares our drive for excellence. It is a major step in PU Prime’s global growth, and we are proud to be part of AFA’s journey," he said.

Meanwhile, AFA Chief Commercial and Marketing Officer, Leandro Petersen expressed his support for the partnership, stating: “We are proud to welcome PU Prime as a regional partner. Together, we will create experiences that unite fans and reflect our shared values of performance and innovation."

The day commenced with a cordial meet-and-greet between senior officials from PU Prime and AFA, culminating in a ceremonial contract signing and an exchange of commemorative jerseys — a symbolic gesture of mutual respect and enduring collaboration.

Following the official proceedings, guests were given an exclusive tour of the academy’s high-performance training facilities, which serve as a launching pad for Argentina’s next generation of football talent.

Adding gravitas to the event, legendary former Argentine footballer Javier Saviola participated in a live Q&A session, offering personal reflections on leadership, legacy, and international collaboration.

The agreement reinforces PU Prime’s ongoing efforts to strengthen its international branding through high-profile sports partnerships while further cementing AFA’s status as a globally respected football authority.

This strategic alignment sets the stage for a series of collaborative initiatives aimed at driving engagement, innovation, and value creation across financial and sporting spheres.

-- BERNAMA